Conservative talk radio is criticizing a Coca-Cola Super Bowl ad that featured multiple languages, with Rush Limbaugh joking it might be a ploy from Republican leaders on immigration reform.

Radio hosts were reacting Monday to Sunday’s ad from Coke, in which several voices sing “America the Beautiful” in multiple languages, as faces of people of different cultures are shown. The ad has been both praised as a display of multiculturalism and slammed as divisive as immigration reform remains a controversial political hot topic.

On his radio show Monday, Limbaugh said he wanted to take back earlier comments he made that watching Super Bowl ads gives viewers a sense of the pulse of the country, according to a show transcript. Companies are just trying to sell product, he said, and he questioned Coke’s methods.

“I thought maybe the Republican leadership was behind the Coke commercial … when I saw it,” Limbaugh said in an apparent reference to immigration reform. “I said, ‘Whoa, who got hold of this advertising campaign?’ The Republican leadership’s gotta be doing this.”

Limbaugh has been highly critical of GOP leaders for signaling they want to move on immigration reform this year, saying it would be “suicide” for the party.

The popular firebrand said if Coke is interested in appealing to different languages, they should go further than the ad.

“If you are convinced that the best way to sell Coca-Cola to Americans is to sing ‘America the Beautiful’ in multiple languages, then why don’t you produce the product with labels printed in 10 different languages?” Limbaugh said. “Every market gets 10 different label versions of Coke. You get 10 Diet Coke labels, 10 more for Sprite and so on, and if you run out of shelf space, just go buy more shelf space and load ‘em up.”

Another popular conservative radio voice, Glenn Beck, also criticized the ad, calling it divisive and politicized amid the immigration debate. On his show Monday, Beck said he got a tweet from a viewer asking what he thought of the spot.

“I said, ‘Why? You need that to divide us politically?’ Because that’s all this ad is,” Beck said. “It’s an in your face — and if you don’t like, if you’re offended by it, then you’re a racist. If you do like it, well then you’re for immigration, that’s what it is. You’re for progress. That’s all this is, is to divide people.”

Beck said Coke went from the days of ads showing people holding hands and coming together to “now it’s have a Coke and we’ll divide you.” After arguing that immigrants to the U.S. should speak English, as his wife’s family did, Beck said he wasn’t sure whether Coke was intentionally stoking controversy or will just have its work co-opted.

“I don’t have a problem with the Coke ad, except I think it’s going to be used to divide people,” Beck said. “And I don’t know if that was Coke’s intention or not.”